northwest crowdsourcing
Post on 01-Nov-2014
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PEMCO’s Playbook:
“NW Crowdsourcing – A Little Different”
Rod Brooks CMO – PEMCO Insurance
@NW_Mktg_Guy
Wil Merritt CEO – ZOOPPA
@WilMerritt
• Integrity
•Responsibility
•Courage
WOMMA Summit - 2010
• Integrity
•Responsibility
•Courage
The ZOOPPA story
• Crowdsourcing the art of brand messaging
with a global creative community of over
175,000 members
• Headquarters in Seattle, WA w/ offices in
Europe and S. America
• Integrity
•Responsibility
•Courage
Dream big!
• Integrity
•Responsibility
•Courage
Dream big!
“Show me
that you
know me
in ways
that others
don’t”
Engage your audience
Engage your audience
Engage your audience
• Integrity
•Responsibility
•Courage
“If you see
someone
without a
smile, give
them yours!” - Stanley O. McNaughton
Former PEMCO C.E.O.
Smiles lead to conversations
• Integrity
•Responsibility
•Courage
Smiles lead to conversations
• Integrity
•Responsibility
•Courage
Likeable means talkable!
• Integrity
•Responsibility
•Courage
Sponsored by a
company I would like…….
69% 77% 90%
Look forward to more…….
Positive overall reaction....
Likeable means talkable!
• Integrity
•Responsibility
•Courage
The goal
“Increase consumer
engagement with
the PEMCO brand”
• Creative concepts
• Video content
• Crowdsourcing experience
• Integrity
•Responsibility
•Courage
The plan – Draw them in.
“Invite the community to play our game.”
• 30-60 second video
• Original content
• Judging / Public vote
• Cash and prizes
• Incorporated into
PEMCO NW Profile
campaign
Share your story
• Integrity
•Responsibility
•Courage
Concept Planning
Launch minus 5 months
ZOOPPA Platform Launch
Sept. 5
Submissions Open
Sept. 17 – Oct. 25
Judging Complete
Nov. 2
Public Voting Closes
Oct. 31
Implementation
Winner Announced
Nov. 5
Two months from launch to winner
• Integrity
•Responsibility
•Courage
• Integrity
•Responsibility
•Courage
Playing by the rules
• Open to anyone 18 years
old or older
• Original and authentic idea
• No use of protected assets
• Completed questionnaire
• All submissions must include a release for the video
and agreement for PEMCO to own the content
and publicly use in any marketing form
Simple and legal
• Integrity
•Responsibility
•Courage
Anticipate questions
• Who is eligible to enter?
• What is the process?
• How many entries
may I submit?
• How is copyright
protection handled?
• Who decides on
the winners?
• When will winners be
announced / paid?
• Integrity
•Responsibility
•Courage
Hyper-local celebrity judges
Representing:
"Walla Walla Wine Wine Woman
Woman"
Allison Helfen Co-owner of The Wine Alley Four-time winner, Best Wine Shop. KING 5 Evening Magazines Best of Western Washington,
• Integrity
•Responsibility
•Courage
Hyper-local celebrity judges
Representing:
“Skis In The Rain Guy"
John Gifford President , (PNSAA) Pacific NW Ski Areas Assn.
• Integrity
•Responsibility
•Courage
Hyper-local celebrity judges
Representing:
“Blue Tarp Campers
Ron Judd Seattle Times columnist Author: “The Blue Tarp Bible”
• Integrity
•Responsibility
•Courage
Hyper-local celebrity judges
Representing:
“Supercharged Seahawk’s Fan"
“Big Lo” Lorin Sandretzky Big Lo hasn’t missed a single Seahawk’s game in 27 years. He’s Seattle’s biggest sports fan!
• Integrity
•Responsibility
•Courage
Hyper-local celebrity judges
Representing:
“Belltown Uber Foodie"
Henry Dardenne Actor and voice of PEMCO’s We’re A Lot Like You campaign.. Henry has passion for great food and wine.
• Integrity
•Responsibility
•Courage
Offer multiple
launch sites to
attract more
entries
• Integrity
•Responsibility
•Courage
Audition tab
• Integrity
•Responsibility
•Courage
Popular vote
$1,000 $500 $250
• Integrity
•Responsibility
•Courage
Judges selections
$5,000
• Integrity
•Responsibility
•Courage
• Integrity
•Responsibility
•Courage
Promotions
Build awareness and drive participation
• Know your
talkers
• Give them
something to
talk about
• Make it
easy to share
• Integrity
•Responsibility
•Courage
Media
Owned
Earned Paid
PEMCO’s
promotional plan was
updated
weekly to
optimize results
• Integrity
•Responsibility
•Courage
Entries started to arrive
• Integrity
•Responsibility
•Courage
Self-Promotion
• Integrity
•Responsibility
•Courage
Results
Measure Goal Actual
Contest Weeks 10 6
Videos Entered 75 43
Video Makers 60 33
Unique Visitors 3000 6379
• Integrity
•Responsibility
•Courage
Metrics
• 14 • 17
• 19
• 3
Great (High potential for profiles)
Good (Might use for profiles )
Fair (Likely wouldn’t use for profiles )
Questionable Taste (disallowed)
QUALITY
• Integrity
•Responsibility
•Courage
Metrics – Statistics and summary
Twitter Mentions: 250+ Bloggers
Contacted
600+ Organizations
Contacted
12,919 Visits
143 Materials
Downloaded
6,379 Unique
Visitors
1,442 Unique
Voters
56,754 Page
Views
Twitter Mentions:
• Integrity
•Responsibility
•Courage
Metrics
PEMCO Social Platforms
Facebook – 315,000 views
Twitter – 162,000 views
• Integrity
•Responsibility
•Courage
Northwest Profile #107
The
Co-Op
Guy
Top public vote!
• Integrity
•Responsibility
•Courage
Judged to be our winner!
• Integrity
•Responsibility
•Courage
Lessons learned
• Start with strategy and clarify objectives
• Determine success measures up front
• Challenge the implementation details
• Resist the urge to be too prescriptive
• Adjust as needed
• Earlier introduction &
use of celebrity judges
• To vote and share easily
& daily is critical
Rod Brooks CMO – PEMCO Insurance
@NW_Mktg_Guy
Wil Merritt CEO – ZOOPPA
@WilMerritt
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